Tag Archives: institute
B2B and B2C brands discovered the value of social media marketing in 2012
Digital marketing reaches consumers throughout the sales cycle. Brands can tailor media to resonate with prospects searching for new products or services, or they can develop campaigns that target buyers closer to the conversion edge. However, as companies learn more about digital channels and the avenues that generate the most new leads and sales, social media networks begin to stick out more prominently than most other outlets. According to the Content Marketing Institute, 87 percent of B2B brands and 84 percent of B2C organizations use social networks to engage with new and existing customers online. Platforms like Facebook and Twitter help businesses distribute a wide array of branded content that sparks conversation on the web and leads to transactions Continue reading
Social media content is king, but in-house struggles threaten its crown
If social media marketing is king, then experts are needed to polish his crown and advise him on how to reach his citizens, but organizations may be hiring knights and maids who are ill-equipped to protect the throne. Despite the expertise of today’s social media specialists and managers, many companies neglect to find the right support, with 42 percent of companies only employing one expert to staff the social media team. With 69 percent of social media budgets expected to remain the same in 2013, content marketers may consider rethinking their strategies and outfitting new armor in order to increase the success of their campaigns. Organizations strive for relevant campaignsA recent report by Ragan/NASDAQ OMX Corporate Solutions seeks to explore the current state of the social media profession in terms of how organizations are coping with the need for innovative and relevant campaigns, revealing that 65 percent assign employees with social media tasks on top of other job responsibilities Continue reading
Lack of resources is biggest B2B content marketing challenge
Content marketing is an increasingly popular practice in the B2B world. As an essential component in lead generation, blog content engages with prospective clients throughout the sales cycle, and well-written copy can often help businesses appeal to a broader audience. However, recent reports suggest B2B marketers continue to struggle with publishing enough custom content, even with a significant percentage of companies embracing the practice. Curata published its “B2B Marketing Trends 2012 Report,” which found that 87 percent of U.S. Continue reading
Resource-lacking B2C marketers can outsource content creation
Generating quality, custom content is a challenge for marketers who lack resources. The Content Marketing Institute (CMI) recently released a report detailing the state of B2C content marketing, revealing that 51 percent of marketers have difficulty producing enough content, while 49 percent need help producing content that is engaging. Although B2C marketers reported that they struggle with resources, just 44 percent use a third-party to create content. Another 52 percent struggle with budget allocations, making outsourcing an attractive option. Outsourcing is a cost-effective way to ensure that marketers are getting quality content when they lack manpower or funding. Brafton interviewed Peter Moeller, marketing director for law firm Scarinci Hollenbeck, who said that effective content marketing can drive results for less costs Continue reading
Search marketing challenges suggests brands need some help
A report from Forrester found that search marketers currently face a number of challenges that they plan to address in the next two years. Developing an effective strategy to stand out is increasingly difficult given the myriad factors associated with search rankings. According to the study, 65 percent of respondents said integrating other channels into a search strategy is major concern. Social media marketing and website content play important roles in a company’s presence within on Google, Bing and others, and marketers struggle to align their efforts with an integrated strategy. Continue reading
